Mahrinasari, Mahrinasari and Roslina, Roslina (2024) The Influence Of Customer Experience, Promotions On Social Media, And Prices On Consumer Loyalty With Customer Satisfaction As A Mediation Variable (Study Case: Mixue In Lampung Province). IOSR Journal of Business and Management (IOSR-JBM), 26 (4). pp. 55-63. ISSN 2278-487X
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Abstract
Indonesia is the country with the largest market share for ice cream and boba drinks in Southeast Asia with a turnover of up to 1.6 billion US dollars or the equivalent of Rp. 23.74 trillion rupiah in 2022. With large market potential in Indonesia, many ice cream and tea brands have emerged. One of the viral ones is Mixue. Mixue is a trademark from China and first entered Indonesia in 2020. Until now, Mixue's growth has been very rapid, with 300 branches throughout Indonesia with a total of 16 branches in Lampung Province. This phenomenon of rapid growth is called “Mixue-isasi” in society. This research aims to determine the factors that cause the rapid growth of the emergence of Mixue outlets in Lampung Province looking at consumer loyalty which is influenced by consumer experience, promotion on social media and price, through the mediating variable consumer satisfaction. This research is quantitative with data collection via online questionnaires, sampling using purposive sampling technique with a total of 272 samples. Data analysis using SEM with AMOS 24 software. The research findings show that the overall hypothesis proposed has positive and significant results. The consumer satisfaction variable is proven to have a mediating role between the independent variable and the dependent variable. The biggest factors that influence loyalty sequentially are price, consumer experience and promotions on social media. Mixue consumers in Lampung Province still prioritize the price factor of a product, then the consumer service provided, the taste of the product, this is called the consumer's perceived experience. Social media variables are the lowest factor when influencing consumer loyalty.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen |
| Depositing User: | Roslina Roslina . |
| Date Deposited: | 20 May 2024 01:54 |
| Last Modified: | 20 May 2024 01:54 |
| URI: | http://repository.lppm.unila.ac.id/id/eprint/53492 |
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